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Abstract

This report presents the findings and recommendations based on an in-depth analysis of the hydroponic vegetable industry in Eastern Canada.

This project is carried out on behalf of Jiffy international, a leading supplier in plant propagation systems and substrates, with headquarters in Stange, Norway. Recently, Jiffy entered into the vegetable hydroponic industry with a line of products that includes the Jiffy growbag and growblock. Both these products are made from coconut coir and can be used to hydroponically grow vegetables in greenhouses. This report will focus on Jiffy‘s growbag and its business to business market potential in Eastern Canada.

The introduction to this report will provide the research objectives and problem, a company overview, and Jiffy‘s current situation in the hydroponic market in Canada. Further, the report offers an overview of the hydroponic industry, trends in society and the industry, political and legal factors, ethical considerations, competitors, customers, and Jiffy‘s market potential. The second part of the report involves developing a marketing plan based upon the prior analysis and research. The marketing plan includes recommendations and a proposal on how Jiffy can implement the marketing strategy to achieve its objectives.